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Marketing Trends

Where is your ROI?

B2B marketing has come a long, long way. Once there were only a few tried and true methods to generate leads and drive revenue. Today, there are so many tools available that it’s hard to know what technologies to use and when. And for most companies, the answer is “a little bit of everything.” Old methods such as email marketing, seminars, and trade shows stand alongside social, ABM, and predictive strategies. Marketing budgets continue to rise and often include bloated line items for expensive videos, sponsorships, parties, swag, random SEM buys, and anything else that seems like it will help. The idea being that if we do enough of everything, we will somehow hit our numbers. That may have been fine...

B2B marketing has come a l...

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Why Do Marketers Buy Technology?

When you’re a marketer, nothing should be simpler than marketing to other marketers, right? Well, not always. We marketers are busy people, constantly being pulled in multiple directions and bombarded with marketing messages for products that could save us time and money — but only if the message gets through. We did the research to find out what marketers really look for when they are considering marketing technology. Here’s what we discovered: Knowing how marketers research marketing technology options and what makes them decide to buy can be especially helpful when crafting marketing and sales materials for your company. Want to learn more about what drives marketers’ martech-buying decisions? Get your free copy of Webinar and Marketing Technology Purchase Decision Analysis, prepared by Hanover...

When you’re a marketer, noth...

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5 Marketing Books For Your Beach Bag

Spring fever has hit! As the weather heats up, the flowers start to bloom, pollen fills the air, and I for one, start looking forward to my next getaway! Even though I'm no longer in school and therefore not going on spring break anymore, I'm packing my bags and heading somewhere warm. Whether you too will be spending time sitting in the airport, kicking back on the beach, or simply relaxing in the comfort of your own living room, now is a good time to think through your spring reading list. Looking to mix it up with a few professional or marketing books? Spending time brushing up on best practices now can set you up for success when you return to the office. Look no further – I've...

Spring fever has hit! As t...

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4 Reasons Why Brands Need Customer Advocacy

I recently went through the ordeal of finding a new dentist. I absolutely HATE the dentist, but I understand it’s a necessary evil. Between my phobia of drills and dozens upon dozens of dentists in San Francisco, figuring out where to even start left my head spinning and my teeth aching. After researching online and checking out reviews, I narrowed it down to a few highly rated options. Next step, I asked around the office. My colleague Caitlin shared a raving review about her dentist. In fact, she LOVED her dentist. Her dentist actually made her enjoy her visits. WHAT? I was sold and immediately called to book an appointment with her dentist.  I trusted Caitlin’s opinion and the confirmation of online reviews, and they all ultimately...

I recently went through ...

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To look into the future, we sometimes have to look back

It’s that time of year when everybody is making their marketing predictions and prognosticating the future of various elements of our craft. At ON24, we do the same thing. To be honest, most companies create “predictions” content as just another demand generation tool — and maybe we do the same too. That said, we really do spend a lot of time thinking about the future of webinar marketing. Last year, we accurately predicted the increased growth of bottom-funnel webinars, video webinars, and the use of panel discussions. We may have been a little premature on the prediction that marketers were entering the syndication age (where webinar content immediately gets published to a variety of social sharing sites)… but we swear that...

It’s that time of year when ...

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What Will B2B Sales Look Like in 10 Years?

The forecasts seem to universally agree: B2B sales as we know it is facing a technological revolution. Increasingly complex buying processes, more self-educated customers, and a noisier, more competitive environment for lead generation is changing how sales and marketing teams approach potential customers. Given all of this change, what will B2B sales look like in 2020? In the spirit of New Year’s predictions, we’re looking forward to seeing the following things happen! The enterprise buying process is more complicated than ever: the average B2B deal now has more than eight decision makers, a 43 percent increase from three years ago. At the same time, B2B e-commerce is rising, with Alibaba predicting a $6.7 trillion global market for B2B e-commerce by 2020....

The forecasts seem to univ...

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Giving Thanks for MarTech

  Last week, ON24 partnered with SiriusDecisions to sponsor the first Technology Exchange event in San Francisco, and I got to attend and learn from the best of the best in my own backyard. This event drew in hundreds of marketers who use and sell technology in the martech space together for two days of best practices and idea sharing. But what’s the good in going to a conference if you don’t come back and share the new ideas you gains with your teammates? In the spirit of Thanksgiving, I’ve compiled some of my top takeaways on the biggest martech trends to share with you. Lead scoring: Everyone is doing it — and YOU can too! What is lead scoring, you ask? A...

  Last week, ON24 ...

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Why Behavioral Lead Scoring Matters

Though many marketers may feel uncomfortable with this, effective marketing is a numbers game. That doesn’t mean there isn’t a certain amount of art to it, but, at the end of the day, we can’t come to the board meeting with only a bunch of great-looking creative and expect to be taken seriously. Like any other revenue-generating segment of the business, we measure our success in terms of leads, pipeline, and conversions. To make that work, marketers need some way to separate the good leads from the total junk. When it’s done well, behavioral lead scoring can help us improve our key metrics across the board: Leads. When we pair leads with relevant demographic data, sales gets only the highest-quality...

Though many marketers may ...

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5 Tips For A Successful Conference Experience

  For marketers, conferences are generally a place to think big, network, unveil new products, and get real time customer feedback. Since ON24 is sponsoring and presenting at the Digital Marketing Show in London this week, we’ve been thinking about what it takes to be successful at a conference -- both as an attendee and a sponsor. Learn how to have a successful conference experience, and justify your trip to your manager, with these 5 tips: Define Your Role Attending an event means wearing a lot of hats. Are you primarily there to learn, sell a product, job hunt, network, or on the flip side – speak and work the floor at your company’s booth? Often times, you'll find yourself a mixture of any and...

  For marketers, c...

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